The gadget freak in me can’t help but notice that the ads for consumer GPS navigation devices are everywhere as manufacturers gear up for the holidays. I’m sure GPS devices will be at the top of a lot of people’s lists again this year. The ubiquity of devices means ample options, which makes decision making tough. I took a quick look at some of the top navigation devices from several manufacturers to get caught up on features, prices and product differentiators.
Garmin – The new line of nüvi navigation devices come in 19 different models with varying features and price points. They’re all slim devices designed to take along with you when you leave your car. The nüvi 680 ($800) is connected to MSN Direct to supply real-time traffic, gas prices and weather conditions. It has 2D or 3D map views. It has integrated Bluetooth with microphone and speaker so that you can make hands-free calls through the device. It also has a built-in FM transmitter so that you can listen to the device through your car stereo. Crossover capabilities include MP3 player, JPEG viewer, currency converter and add-on SD-card features such as language translation and travel guides.
TomTom – The ONE XL•S ($399) is the latest TomTom device. It has the new Map Share desktop software that allows users to share map improvements and link to other device owners. It has text-to-speech technology that reads street and place names aloud as part of the navigation instructions. The “HELP ME!” feature allows users to get safety information when connected via bluetooth to your phone.
Magellan – The Maestro 4040 ($499) includes voice recognition for many of the most commonly used commands so that you can speak to your device for hands-free operation. Useful trip information is provided through partnership with AAA, helping you locate AAA-approved and rated lodging, restaurants and attractions. The add-on TrafficKit displays live traffic information and reroutes you to avoid traffic snarls.
Television marketing is the norm now for these devices as they’re reaching a broad and receptive audience. Garmin has a new holiday shopping television ad that you can view here. TomTom has a few British TV ads viewable on their website that highlight the Map Share feature. I couldn’t find a link to a current Magellan ad, but here’s a fun ad from a year ago.
My brief descriptions above come primarily from each company’s own descriptions of these devices with their own emphasis on product differentiators. As these devices become ubiquitous, having a clear differentiator with data, connectivity or a combination of added features (MP3, SD-card add-ons) is obviously critical.
I’m shocked by the sheer number of product models from just these three vendors. I counted 19 different iterations of Garmin’s nüvi device, 12 Magellan Maestro products and four TomTom ONE products. Each of these manufacturers also has a complementary product line for road navigation — Garmin has 10 StreetPilot devices, Magellan has 12 RoadMate devices, and TomTom has three GO products. Not sure why so many are needed.
I’m sure individual retailers would just carry a few from each manufacturer, but the number of options has to be confusing to consumers. Garmin’s many options have led them to provide a product comparison feature on their website that allows you to click on devices that you’re interested in to compare their features.
With all these new features and flexibility, I’m definitely wishing that I didn’t have a hard-wired navigation device in my 2003 Toyota 4-Runner. To get any data updates I need to spend well over $200 at the dealership to get a new DVD, and there’s no new features or interface for that money, just data that may or may not have updates for my locale.
This year’s new feature lists are impressive with new connectivity, map viewing in 2D and 3D, map data features, large display sizes coupled with slim portability, flexible storage options and reasonable battery life. Can’t think of anything else that I’d want right away.
Next I’ll take a look at handheld GPS units.
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I love tech stuff. After trying out the Garmins, Tom Tom and Magellan units. I am pertial to the Garmin Nuvi. Easy to use, lots of features, nice display, portable and small size. Dont know how I ever lived without one.
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